In April, 2005, Screenvision announced the results of its Impact Study, conceived in response to the ad community's desire to learn more about the effectiveness of Screenvision's in-cinema advertising format.
Conducted by independent research company TNS, the study found that consumers are more likely to consider and choose a brand when in-cinema advertising is part of the overall media mix.
The study tested advertisements from brands across various categories including packaged goods, automotive,
consumer electronics, apparel and quick service restaurants.
Using television as a benchmark, study findings include:
- Moviegoers who saw in-theatre advertising are 44% more likely to remember the ad than consumers who saw it on TV.
- Moviegoers who saw cinema advertising are 70% more likely to correctly identify the advertised brands.
- Cinema advertising has longevity. Up to one week after seeing commercial at the movies, nearly half of consumers could name the specific brands they saw advertised.
- Moviegoers are nearly 70% more likely to be motivated by ads, meaning they find the ad relevant to them and would like to see it again.
- Moviegoers are also more likely to exhibit increased interest in the advertised brands, have a better opinion of the brands and talk to others about a point brought out in the ad.
This groundbreaking study provides tangible evidence of Screenvision's effectiveness and consumers' strong relationship with advertising in the Screenvision environment. For more information about this study and other Screenvision research, please contact your Screenvision account representative.
About the Study
The Impact study was conducted in three phases in six DMAs (NYC, Chicago, Denver, Seattle, Houston, Charlotte). All respondents were ages 16-49, split evenly among men and women – representative of the U.S. movie-going population. Data is weighted to gender/age proportions of movie-goers. All three phases were conducted in November 2004.
